Marketing Ideas for CPAshttps://marketingideasforcpas.com
Ideas to help you market your accounting firmThu, 31 Aug 2017 13:18:20 +0000en-UShourly1Is Your Website a Keyword Cannibal?https://marketingideasforcpas.com/website-keyword-cannibal/
https://marketingideasforcpas.com/website-keyword-cannibal/#respondWed, 30 Aug 2017 09:08:45 +0000https://marketingideasforcpas.com/?p=3439Accounting is generally a civilized profession, but you may be doing very uncivilized things to your SEO without even being aware that it’s happening. Setting the focus keyword to a single term used on multiple pages is known as keyword … Read More

]]>Accounting is generally a civilized profession, but you may be doing very uncivilized things to your SEO without even being aware that it’s happening. Setting the focus keyword to a single term used on multiple pages is known as keyword cannibalization, and it’s a common problem your accounting firm should work to avoid.

Targeting a term like “tax,” “audit” or “accounting” across much of your website creates a situation where Google doesn’t know which page to rank for, and therefore may direct web users to a page that’s less relevant to their specific needs. It also means that your pages are, in effect, competing with each other to rank highly for queries on that term. Both will negatively impact your search traffic, so here’s what you can do to avoid the problem.

Choose specific keywords that reflect the unique focus of each page. While your professionals no doubt approach all the services they provide with an awareness of tax ramifications and other overarching issues, you’ll achieve better SEO results by choosing a highly specific focus word for most web pages. Is the main topic on the page tax credits and incentives? Tax planning? IRS representation in tax controversies?

Use broad keywords for landing pages and more narrow focus terms on industry and service pages. Broad focus keywords are most appropriate on landing pages that lead to multiple sub-pages. Instead of using the same terms to rank on those internal pages, drill into the specifics. This will boost SEO as well as creating a better match between readers’ needs and page content.

Watch for keyword duplication on title tags and other sources of metadata. When verifying that all pages have unique focus keywords, be sure to check title tags as well. Duplicates here will confuse web crawlers and lead to the same negative effects on SEO.

Combine sub-pages or add new landing pages. If you’re struggling to find different keywords for two or more pages, it may be a sign that the content could and should be combined in a single page. The goal is clear copy that communicates discrete information, but over-division into too many sub-pages will only annoy readers and dilute the strength of your ranking factors.

In a pinch, try a 301 redirect. Sometimes there’s no real way to avoid reusing important keywords. When that happens, consider using a 301 redirect from related pages to one that links them together, and assigning the keyword to that one. This tactic should be used rarely and judiciously, as it brings its own SEO challenges.

As humans and accountants, we’ve progressed well beyond the cannibal stage. Make every effort to keep your keywords distinct, joining you at a similarly advanced state of cultural evolution.

]]>https://marketingideasforcpas.com/website-keyword-cannibal/feed/0Google Improves AdWords for Mobilehttps://marketingideasforcpas.com/google-improves-adwords-mobile/
https://marketingideasforcpas.com/google-improves-adwords-mobile/#respondWed, 23 Aug 2017 22:46:05 +0000https://marketingideasforcpas.com/?p=3434This month Google is rolling out significant changes to its AdWords format. The revamped ads will only appear on mobile devices, but as the company points out in a blog post announcing the changes, that covers a large and growing … Read More

]]>This month Google is rolling out significant changes to its AdWords format. The revamped ads will only appear on mobile devices, but as the company points out in a blog post announcing the changes, that covers a large and growing segment of internet usage.

Sitelinks, callouts and structured snippets are all part of the refresh, with sitelinks getting the most dramatic treatment. Instead of a single link to your accounting firm’s website, ads can now include a row of links to specific pages (like individual services, industries or practice groups, perhaps). The row itself scrolls horizontally, allowing you to direct web searchers to the page they need right from the search results page.

Google claims that internal data shows the scrollable internal links double the chances of viewers interaction, which is quite impressive if accurate. It certainly sounds like an effective way to increase clickthrough rates, since web users frequently skip through ads in search results in an attempt to find the specific page they need rather than a site that may or may not take them there.

Callouts and snippets are going in the opposite direction, moving from their current position below the ad to the main body of ad copy. Both elements will now appear in paragraph form above the scrollable bar of internal sitelinks. Google says that “on average, more of your callouts and structured snippets will be available to show with your ad.” The company also reports that “people have found this new formatting to be more informative and engaging,” which is encouraging even if unquantified.

To help advertisers get the most out of the new format, Google provides guidance on best practices for ad extensions as well as general education in their extensive Help section.

Plenty of updates and redesigns are nothing more than fluff, but this one does seem to hold the potential to meaningfully enhance click rates on Google Ads. Of course, I say that as someone who has never invested in the strategy to market my own accounting firm. If you have a more educated assessment of Google’s new AdWords format, by all means feel free to share it – either yay or nay.

]]>https://marketingideasforcpas.com/google-improves-adwords-mobile/feed/0Expertise and Uncertaintyhttps://marketingideasforcpas.com/expertise-and-uncertainty/
https://marketingideasforcpas.com/expertise-and-uncertainty/#respondWed, 16 Aug 2017 10:07:49 +0000https://marketingideasforcpas.com/?p=3429In the accounting profession, the “product” isn’t always tangible. There are deliverables like financial statements and tax returns, to be sure, but much of your value comes in a less concrete form. That’s a challenge for marketing, which is one … Read More

]]>In the accounting profession, the “product” isn’t always tangible. There are deliverables like financial statements and tax returns, to be sure, but much of your value comes in a less concrete form. That’s a challenge for marketing, which is one reason to work with a marketing team that has a deep understanding of your profession.

The difficulty of successfully marketing your accounting firm extends well beyond choosing the right professionals, though. This challenge extends into your interactions with clients as well as your public presentation of thought leadership. That’s because what you are really selling is, in a nutshell, certainty in an uncertain world.

Will a client’s company have the funds to expand? Will undetected fraud by a trusted employee lead to sudden financial disaster? What will new legislation or economic trends mean for your clients’ business expansion or retirement income strategy?

You can provide thorough audits to minimize the possibility of unseen financial mismanagement. You can predict income growth based on current trends and observations. You can examine financial records to detect errors and perform countless other valuable functions that increase a client’s confidence, but no amount of experience, skill or insight will allow you to answer these questions definitively. And that’s okay.

Accounting professionals, who tend to be conservative by nature, are trained to evaluate risk and build uncertainty into the models they use for prediction. They rely on rigorous data analysis to support assumptions yet remain hesitant to speak with certainty about what the future may hold. This behavior is appropriate and professional, but it can be limiting from a marketing perspective.

When the economic and political landscape is most turbulent, accountants often shut down. Though it’s a reasonable response, it can be counterproductive. These are the times that your audience is feeling even more uncertain than you, lacking your specialized understanding of what is likely and what is even possible. When the factors that control economic well-being are in flux to a greater extent than is the norm, anxiety and the need for guidance are at an all-time high for most Americans.

As I read through today’s news, the first articles I saw focused on issues with unknown outcomes: federal tax cuts and health care legislation. Both hold the potential to have a major impact on personal and business finances, leading to a pervasive sense of vulnerability. It’s unsettling for everyone, and especially for your clients! But since no one knows how these issues will be resolved, most accountants don’t want to talk about them much.

That’s a mistake. The fact is, you know much more than most do about what might happen, what could happen and what is likely to happen. You don’t know what will happen, but you do have a pretty good idea about what will not happen. You even have a relatively solid grasp of what the effect on your clients’ situation will be if different scenarios do happen.

Now is the time to share your insights, offering the information and reassurance you can. Write an article and share it on Twitter and LinkedIn. Answer questions on forums. Join the discussion and add your voice, even though it’s not an all-knowing one. Qualify your statements as necessary, but let what you know serve as a guide to the vast numbers who know much less.

I’m not encouraging you to make promises about the future, or claim that you have all the answers. You don’t, and nobody does. But you have a far better ability to provide information and answers about how things will shake out than almost anyone else. Sharing your knowledge at turbulent times will earn you not only respect as a knowledgeable resource, but also gratitude from the many who regard your leadership as a rock of reassurance, helping them feel less at sea in these chaotic moments.

]]>https://marketingideasforcpas.com/expertise-and-uncertainty/feed/0Native Sharing on YouTubehttps://marketingideasforcpas.com/native-sharing-youtube/
https://marketingideasforcpas.com/native-sharing-youtube/#respondWed, 09 Aug 2017 10:10:39 +0000https://marketingideasforcpas.com/?p=3424YouTube has long been the big player in video, and accounting firms have increasingly used the platform to host videos of various types. While it can be a valuable tool for sharing video blogs, presentations and a myriad of other … Read More

]]>YouTube has long been the big player in video, and accounting firms have increasingly used the platform to host videos of various types. While it can be a valuable tool for sharing video blogs, presentations and a myriad of other video-based marketing content, YouTube suffers from one major drawback: YouTube users. The internet contains a multitude of obnoxious trolls, and YouTube seems to sing a siren song irresistible to this unfortunate element.

If that sounds harsh, be assured I’m not referring to the millions of people who flock to the site to share and learn from the vast array of content it holds. I’m talking about the relatively small group of users who post annoying, rude and truly offensive comments on videos. These comments tend to display the worst elements of human nature, and are ubiquitous on videos – even those that hold no interest for the misanthropes who seem driven to reveal their inner yuck throughout the platform.

After extensive testing, YouTube has unveiled a new feature that allows private messaging on videos within the app. While this might seem like a pleasant diversion for the high school crowd, it also holds the potential for offering additional value to business-minded users.

For example, firms might choose to create a video that instructs viewers how to handle a specific tax or business situation, or an update on new legislation that affects clients. Instead of merely posting it to YouTube and their own website, the firm could now invite a select group of clients to watch and ask questions through the messaging feature, effectively increasing the interactive potential of the content.

The feature is only available on mobile at this point, but it’s free for both iPhone and Android devices. As many as 30 people can participate in a chat, and you can play video inside the messaging thread. You can share your videos to contacts already on your phone, or with a link you can send to others who aren’t in your mobile’s contact list.

This is a nice opportunity to expand your use of video in all kinds of ways, while avoiding the maddening crowd that detracts from a professional environment. Now how will your firm take advantage of this new ability?

]]>https://marketingideasforcpas.com/native-sharing-youtube/feed/05 Tips for Connecting on LinkedInhttps://marketingideasforcpas.com/5-tips-connecting-linkedin/
https://marketingideasforcpas.com/5-tips-connecting-linkedin/#respondWed, 02 Aug 2017 09:59:47 +0000https://marketingideasforcpas.com/?p=3418Making professional connections on LinkedIn is an effective way to build your networks. It’s more than a social activity; adding to your LinkedIn Contacts list contributes to your marketing power by letting you establish relationships with decision-makers at potential clients’ … Read More

]]>Making professional connections on LinkedIn is an effective way to build your networks. It’s more than a social activity; adding to your LinkedIn Contacts list contributes to your marketing power by letting you establish relationships with decision-makers at potential clients’ firms and expanding the reach of content you share, which enhances your recognition as a thought leader. These important benefits make it imperative that your invitations to connect on the platform demonstrate your professionalism and inspire recipients to accept.

Since LinkedIn didn’t exist when most of us were in college, it’s reasonable that we could use guidance about the right and wrong ways to send these important invitations to connect. Here are five strategies to ensure that your invitation gives a positive impression and increase its chance of being accepted.

Make an effort. LinkedIn makes it easy to send invitations by suggesting connections from your email accounts and offering a standard form – all you have to do is click “Send” and it’s done. That’s an acceptable approach for those you know personally, but if you want to connect with people who haven’t yet had the pleasure of your acquaintance, it’s best to write a personal invitation.

Introduce yourself. “Who on earth is that?” That’s the reaction a random invitation to connect will get, and it’s not exactly what you’re looking for. Introduce yourself briefly, mentioning a shared interest, contact, group or activity so the recipient has some sort of context for your invitation.

Avoid making demands. You may have a specific goal from the connection, but that’s not something to share right off the bat. You’ll have better success by making the connection and nurturing it into something resembling a relationship before you ask for favors, introductions or advice.

Be brief. LinkedIn invitations are not lengthy correspondence, or shouldn’t be. Save the details of your life, hopes and dreams for another time. Just communicate who you are, why you want to connect and a polite invitation to do so in this initial contact.

Pay attention to details. Proofreading is always important, and never more so than when you’re trying to make a new connection. Doublecheck names, titles, facts, spelling and grammar before sending your invitation. After all, who wants a “professional” contact that can’t get these basics right?

Don’t be creepy. Connecting with strangers can feel awkward. It’s polite to show you have done enough research to want and value a connection; it’s creepy to show you’ve done enough research that a reasonable observer might call it stalking. Making your invitees uncomfortable by showing you’ve dug deeply into their lives is neither professional nor effective for establishing new relationships.

If there’s someone you’d like to connect with on LinkedIn, go ahead and send an invitation. It could be the beginning of a productive and rewarding relationship that’s beneficial for both of you. Just be sure to follow these tips so that relationship doesn’t start off on the wrong foot – or not at all.

]]>https://marketingideasforcpas.com/5-tips-connecting-linkedin/feed/0Broaden Your Content Horizonshttps://marketingideasforcpas.com/take-expansive-view-content/
https://marketingideasforcpas.com/take-expansive-view-content/#respondWed, 26 Jul 2017 10:22:49 +0000https://marketingideasforcpas.com/?p=3413Keeping your accounting firm’s website and social media profiles active and dynamic places where contacts want to visit can be a lot of fun, but it can also feel like a burden at times. It’s easy to fall into a … Read More

]]>Keeping your accounting firm’s website and social media profiles active and dynamic places where contacts want to visit can be a lot of fun, but it can also feel like a burden at times. It’s easy to fall into a rut when it comes to content, sharing the same type of message over and over. While some sites are well suited to a particular type of content that appears at regular intervals, for many accounting marketers the best approach is a varied one.

Obviously, you’ll be sharing photos on Instagram, but in most cases you have a wide leeway when it comes to choosing content. Expanding your repertoire not only provides variety to your networks but may also provide you with a fresh dose of inspiration. You might even discover that you love expressing your ideas and insights through a medium you hadn’t previously explored! The next time you’re at a loss for new content, why not try something new? There’s no shortage of formats to choose from:

Blog posts – whether your own or by another writer, these snack-sized articles are a great way to communicate useful information about all kinds of topics.

Infographics – these popular tools are chock full of data but attractive and easy to interpret.

Videos – get the benefit of almost face-to-face interaction by sharing video content. It can be an interview, vlog, event recording, question-and-answer session, in-depth discussion of a service, report on breaking news for a particular client segment, something silly that shows your firm’s personality – the list is endless.

White papers – few accounting firms take advantage of these tools, but they are a valuable method for communicating a detailed exploration of a topic where your accounting firm offers significant expertise. E-books offer similar benefit, and can often be based on content you’ve previously shared in smaller portions.

Podcasts – this audio-focused format makes it easy for even the busiest people in your network to listen and learn. The same types of interviews, in-depth discussions and informational talks that you share in other media can be adapted nicely for downloadable podcasts. For added SEO, make the transcript of your podcast available as well.

Webinars – you’ve got knowledge others don’t, but wish they did. Why not share it in a webinar that you can record live, and then make available to those who originally missed it? Educating others is a great way to demonstrate your thought leadership while building relationships, and webinars accomplish both goals handily.

This list is far from inclusive. Once you’re thinking creatively, you’ll be able to identify a plentiful assortment of content types that will help you build your brand and connect with an even wider audience. When it’s time to freshen up your various online pages, consider the many types of content available and begin to branch out. It’ll be a learning experience that benefits your clients and your firm alike.

]]>https://marketingideasforcpas.com/take-expansive-view-content/feed/0Add Your Input to CAN-SPAM Reviewhttps://marketingideasforcpas.com/add-input-can-spam-review/
https://marketingideasforcpas.com/add-input-can-spam-review/#respondWed, 19 Jul 2017 10:18:40 +0000https://marketingideasforcpas.com/?p=3407Since its passage in 2003, the CAN-SPAM Act has imposed legal limitations on the marketing emails your accounting firm sends to clients and other recipients. Now the Federal Trade Commission is getting ready to tweak the law after reviewing input … Read More

]]>Since its passage in 2003, the CAN-SPAM Act has imposed legal limitations on the marketing emails your accounting firm sends to clients and other recipients. Now the Federal Trade Commission is getting ready to tweak the law after reviewing input from the public.

It’s not the first time CAN-SPAM has been reviewed and updated. Previous revisions addressed issues such as the requirement that marketers provide a way for email recipients to opt out of receiving future communications, allowable time frames for processing such requests and the distinction between commercial and non-commercial emails (and therefore which are covered under the law).

Acting FTC Chair Maureen Ohlhausen announced the review, pointing out that “Regulations can be important tools in protecting consumers, but when they are outdated, excessive, or unnecessary, they can create significant burdens on the U.S. economy, with little benefit.” The periodic reviews are intended to allow assessment of current needs to protect consumers, technology changes that may affect spam-related issues and the challenges that compliance poses for businesses.

Opinions of the law range widely, with consumers generally believing it insufficiently protects them from unwanted emails and many businesses asserting that complying with CAN-SPAM is costly and cumbersome. Whichever side you come down on, this is your opportunity to share your opinion about how well the law is working and changes you’d like to see.

The one fact that most can agree on is that email spam is a problem. In its 2017 Annual Cybersecurity Report, respected technology company Cisco suggests that 65% of all email qualifies as spam. That includes phishing, malicious emails and other criminal activity as well as unwanted marketing emails, so it’s not entirely fair to blame CAN-SPAM for inboxes bursting with spam. Even so, the figure hasn’t dropped very much since the law’s creation, when the figure was estimated to be around 70%.

To voice your opinion, go to the FTC’s CAN-SPAM Rule Review comment form and share your experience, along with your ideas for making the legislation more effective and less burdensome for your accounting firm. Comments will be accepted until August 31, 2017. While you may not get everything you wish for, the FTC does take this input into consideration when crafting updates. You might as well tell those who write the law what you think, because who knows – they just might take your advice!

]]>https://marketingideasforcpas.com/add-input-can-spam-review/feed/0Jump into the Social Media Poolhttps://marketingideasforcpas.com/jump-social-media-pool/
https://marketingideasforcpas.com/jump-social-media-pool/#respondWed, 12 Jul 2017 10:13:52 +0000https://marketingideasforcpas.com/?p=3392Social media is a relatively new phenomenon, and for accounting professionals it can seem like a vast and confusing sea of platforms and tactics. That’s not surprising, considering how many ways there are to use and benefit from social media. … Read More

]]>Social media is a relatively new phenomenon, and for accounting professionals it can seem like a vast and confusing sea of platforms and tactics. That’s not surprising, considering how many ways there are to use and benefit from social media. If you’re among those who find the whole thing a bit intimidating, here’s a primer on how to get the best results from your social media presence and why it’s worth the hassle, from an information-packed infographic for accounting firms shared by Thomson Reuters.

First, why bother? You’re an accounting firm, not a pop band, so what’s the point of all those clicks, likes and retweets anyway? According to 83% of Chief Marketing Officers, the main reason to spend time on social media is to achieve social sharing. Other goals for social media include:

Brand awareness (74%)

Website traffic (53%)

Lead generation (41%)

When you consider those outcomes, investing in social media begins to make more sense. Besides the benefits of social sharing, social media delivers powerful results when it comes to client retention – second only to digital marketing. The connection is obvious when you learn that:

Positive comments and praise on social media influences 57% of consumers

Before selecting a professional services provider, 60% check social media sites for reviews

84% of CEOs and VPs report their purchasing decisions are influenced by social media

There’s also the fact that social media increasingly controls access to people – including potential clients:

Being connected to someone on LinkedIn increases the likelihood of scheduling an initial meeting by 500%!

A recommendation on Twitter has driven a purchase for 47% of all consumers

The daily news for 30% of Americans comes from Facebook

Among B2B companies, 65% say they’ve gotten a new client through LinkedIn

The “why” is clear, so how do you make social media work for you? By sharing content, of course – valuable, interesting content of three basic types. In general, you’ll want to balance the content you share between:

Thought leadership – content that’s topical, relevant and shows your depth of knowledge in an area your clients care about

Engagement – content that lets you connect with followers and others on a personal or emotional level

Promotional – content that showcases your firm and its offerings for clients

For all three types of content, it’s important to make it as visually appealing as possible. Use eye-catching photos and colorful graphics whenever you can and you’ll get more mileage and engagement from your content:

Having color visuals to accompany your article increases willingness to read it by 80%

Your content is 40 times as likely to be shared if it’s visual rather than text-based

Three days after reading information, the retention rate is 10% if there is no image paired with the information but 65% if the information comes with an image

There are endless ways to use social media to help your accounting firm, and much of your strategy must be based on the unique aspects of your individual firm and its clients. But now that you’ve got a solid understanding of why you should do it and a few ideas about how, you’re ready to dive in. So go make a splash on your favorite platform – the water’s fine!

]]>https://marketingideasforcpas.com/jump-social-media-pool/feed/0Ad-Blockers and Your Marketing Strategyhttps://marketingideasforcpas.com/ad-blockers-marketing-strategy/
https://marketingideasforcpas.com/ad-blockers-marketing-strategy/#respondMon, 03 Jul 2017 10:26:24 +0000https://marketingideasforcpas.com/?p=3398Surfing the web can feel like walking into a crowded bazaar, with a constant barrage of advertising that assaults users and distracts them from finding the information they seek. As a result, a growing number of regular internet users have … Read More

]]>Surfing the web can feel like walking into a crowded bazaar, with a constant barrage of advertising that assaults users and distracts them from finding the information they seek. As a result, a growing number of regular internet users have turned to ad-blockers to clean up the pages they visit and improve their online experience. What does this freedom from seeing ads mean for the accounting firms that pay for them?

For starters, it means that fewer and fewer people actually receive the messages you so carefully craft and pay to deliver. It’s not just a few outliers who use this technology, either. Over 615 million internet-enabled devices utilize some form of ad-blocking and the use of these techniques grew 30% in 2016 according to PageFair, a respected company that studies ad-blocking behavior and creates anti-ad-blocking tools. With dozens of free ad-blocking applications available, the phenomenon is a significant issue for advertisers.

Whether you choose to make your content available to users with ad-blockers is one concern, but a bigger one is how you deal with the fact that paid advertising isn’t reaching as many eyes as you would like. In that situation, it’s wise to think about other strategies for delivering your message and building your accounting firm’s brand.

There are many ways to influence opinion and reach your audience; a well-rounded marketing strategy doesn’t depend heavily on advertising, although it may be a part of your complete plan. Today’s marketing tools also include those that blur the line between advertising and other marketing.

Content marketing – in this approach, you’re not advertising at all. You’re simply sharing content that is valuable to recipients, which inspires respect and builds brand recognition. Content marketing can be extremely effective when implemented thoughtfully and consistently. Learning how to extend the reach of your content is another key to success with this strategy.

Influencer marketing – this technique involves convincing specific individuals who are influential in the markets you wish to reach that your firm stands out by virtue of exceptional knowledge and abilities. It’s not an approach to rely on as the main thrust of your marketing but can be valuable as a complement to your overall strategy.

Native advertising – this is paid content that appears as sponsored or suggested articles on social media or other platforms. Creating content that blends seamlessly into the platform in question and offers true value for readers is critical to the success of native advertising. While this technique provokes some ethical questions, it can be more effective than traditional advertising at building trust and fostering engagement.

Competing in a crowded accounting marketplace requires a creative approach and a willingness to change as your audiences’ behavior evolves. Ad-blockers may minimize the impact of the paid advertising you have relied on in the past, but other new technology (particularly social media) offers you the opportunity to overcome barriers and engage with your audiences more effectively than ever before.

]]>https://marketingideasforcpas.com/ad-blockers-marketing-strategy/feed/0Make Your Landing Pages More Effectivehttps://marketingideasforcpas.com/make-landing-pages-effective/
https://marketingideasforcpas.com/make-landing-pages-effective/#respondWed, 28 Jun 2017 10:12:19 +0000https://marketingideasforcpas.com/?p=3385Landing pages have a specific purpose, which makes them different from most of the pages on your main website. To be effective, they need to be handled differently as well, so let’s talk about the best strategies to get the … Read More

]]>Landing pages have a specific purpose, which makes them different from most of the pages on your main website. To be effective, they need to be handled differently as well, so let’s talk about the best strategies to get the desired results. But first, what is a landing page?

Marketing professionals are familiar with the concept but others may not be. For those who aren’t sure, a landing page is a web destination devoted to one main idea. It’s where accounting firms might direct readers who click on an ad, offer or type of content shared online, in a place other than the firm’s website. (Social media, for example, or professional journals. It could be anywhere really, including the firm’s website, but more commonly the link originates elsewhere.)

The point of a landing page is to entice visitors into a certain behavior. That could include a variety of activities:

Signing up for a newsletter

Downloading a white paper

Scheduling a consultation, by phone or in person

Registering for an event

Entering a contest

Joining a group

Though the benefits to the visitor vary, the firm’s goal is typically consistent: gaining contact information to be used in future marketing efforts and building the relationship between firm and potential client.

Upon arriving at the landing page, visitors should find the information and encouragement they need to inspire interest and enthusiasm sufficient to drive the desired behavior. But because of their goal-driven nature, these pages can’t afford to offer too much distraction. That means design and copy must maintain a narrow focus.

Design: For landing pages, simplicity is the key. You want the page to be eye-catching and appealing, giving visitors a sense of confidence and mastery. Choose pleasant colors and images, but force yourself to keep it super simple. No busy graphics, no crowded pages, no extra detail. Think minimalist for the best effect, with the call to action highly visible and easily understood.

Layout: When done well, landing pages act as a funnel. Put your key message right where readers’ eyes will first settle and lay out page elements so it’s automatic to flow from message to action. It should be no more complicated than “I want that; I’ll do this.” The experience should feel effortless and obvious – you don’t want them to have to think at all.

Navigation: On most of your website you want users to have an easy view of the entire site, or at least of the section they’re in (like services or industries). On landing pages, you don’t. Leave out the sidebars, overhead navigation tools and teaser boxes. Provide one clear path that leads to the action you want, and nothing else. After the action is complete, you can reveal all the rest of what your site offers.

Text: Visitors should arrive on the page and quickly grasp what you’re offering, why it benefits them and how to make it happen. The fewer words you use to accomplish this, the better. Use a big enough font that no one must struggle to read the text, and make sure the call to action isn’t so cute that it ends up being vague or confusing. Try to speak from the visitor’s perspective, but your first priorities should be keeping the copy brief and clear.

If you follow these guidelines to keep your landing pages simple and focused, they’ll become powerful tools to help your accounting firm accomplish the goals you set for them.